The UCM logo was displayed on the livery of the Haas car during the Las Vegas Grand Prix.
At the Formula 1 Grand Prix in Las Vegas in November, an unexpected sight caught attention on the track: the UChicago Medicine (UCM) logo adorning the Haas Formula 1 (F1) car. The moment marked the start of an innovative partnership between UCM and the MoneyGram Haas F1 team, becoming the first known sponsorship of a healthcare provider in Formula 1. Announced on November 21, the partnership aims to expand the UCM’s global reach and strengthen ties with international patients.
According to UCM’s press release, the organization will engage as the “Official Supporter of the MoneyGram Haas F1 Team” until the 2025 season, before becoming an “Official Healthcare Partner” by 2027.
This partnership was unveiled during the Las Vegas Grand Prix, which took place from November 21 to 23, during the 22nd round of the 2024 FIA Formula One World Championship. UCM branding was present on the livery of the car and will appear on the team’s equipment from the 2025 season.
In an interview with the MaroonAndrew Chang, Vice President and Chief Marketing Officer of UCM, expressed the desire to capitalize on the reputation of the UChicago brand. “Many of our patients come from all over the world, so by helping our brand become more known nationally and internationally, it will allow us to attract more patients and doctors around the world to better collaborate with us, whether in research or patient care,” he said. “We are also trying to reach a more diverse and younger audience in the United States.”
This represents UCM’s second sponsorship of a major sports team, adding to their partnership with the WNBA basketball team Chicago Sky. While this collaboration with the Chicago Sky reinforces UCM’s commitment to the Chicago region, Chang says the Formula 1 partnership fits into their broader international strategy.
“There aren’t many sports properties or sponsorship opportunities that are truly global and not always focused on a physical location. Formula 1 has this global presence with over a billion and a half fans and regular viewers,” Chang said.
The Formula 1 calendars for 2024 and 2025 each feature 24 races spread across five continents, including three races in the United States and four in the Middle East, which Chang said represents UCM’s largest market for international patients. .
UCM’s entry into Formula 1 sponsorship also aligns with their focus on cutting-edge technology and innovation. “The University of Chicago is known for its innovations through its research and discoveries. Few sports are also known for this,” he added. “Every sport is of course innovative in its own way, but from a science and data analysis perspective, it’s motorsport.”
The Haas F1 Team is currently the only team based in the United States, but that will change in 2026 with General Motors set to compete under the Cadillac brand. “[Haas] is not among the top three teams — it’s not necessarily a Mercedes or a Ferrari or a Red Bull, but they are the only team based in the United States… and they generate disproportionate media exposure,” Chang pointed out . “So, with a truly global partner, we found the perfect match to take our brand to the next level.”
The Haas F1 Team made its Formula 1 debut in 2016, becoming the first all-American team to compete in the sport in three decades. Haas finished seventh out of ten in the constructors’ standings in 2024, having improved their performance from their last place in 2023. Next season they will welcome a new driver line-up, with seven-season veteran Esteban Ocon and rookie Oliver Bearman, the latter having gained recognition within the F1 community after serving as reserve driver for two races in 2024. “We join them as they are on the rise,” said Chang said.
UCM is already planning live activations at Grand Prix races in Miami, Austin and Las Vegas next season. They also plan to connect their faculty and researchers with Haas to explore other opportunities for collaboration and innovation.
“[Haas] of course has its own coaches and medical staff, but we literally have the most innovative research and science supporting them,” concluded Chang. “And so how do you give them that slight advantage that makes the driver or the team a little bit better, and reduce that time by 0.1 seconds… There’s so much opportunity for collaboration.”
Chang also hopes to bring more attention to this partnership within the community around UChicago, possibly through on-campus events with Haas team members or a car show, or by hosting an activation in the greater Chicago area.
For Chang, the ultimate success of this partnership will be measured by its impact on domestic and international patient volumes, as well as UCM’s global visibility.
“We’re trying to think differently in a way that makes business and community sense and really grabs the attention of our target audiences,” he said. “Our country really needs change in health care, and [UCM] strives to achieve this, from the South Side to the four corners of the world.”
